PLAN WELL & EXECUTE: Concepts of gaming translate well to business

(Photo by Al Powers/Invision/AP, File)
In this Aug. 28, 2013 photo, the Microsoft Xbox One console is on display at the GameStop Expo in Las Vegas.

(Photo by Al Powers/Invision/AP, File)
In this Aug. 28, 2013 photo, the Microsoft Xbox One console is on display at the GameStop Expo in Las Vegas.

Photo: Powers Imagery/Invision/AP

PLAN WELL & EXECUTE: Concepts of gaming translate well to business

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Recently I was introduced to the concepts of gamification by Dr. Elena Bertozzi, associate professor of game design and development at Quinnipiac University, through a presentation at a Chamber of Commerce Business Expo and a subsequent conversation.

Various sources have credited Nick Pelling for coining the term gamification in 2002. According to Dr. Bertozzi, “gamification at its highest level is the appropriate application of game technology and game strategy to non-game environments that address intractable problems.” As she explained, gamification describes the basic fundamentals of play, or doing what you want to do, that will cause a behavior to be promoted or continued that might not have continued without the play or game.

An example offered by Dr. Bertozzi was a walking challenge at the workplace. Walking is one of the best low impact, natural exercises for our bodies. A growing number of people with personal pedometers, smartphone apps, etc. are tracking their daily footsteps. So a game that includes walking, a good behavior, becomes a challenge with rankings, badges and teams to further promote the activity and workplace wellness.

According to Dr. Bertozzi, gamification gives us license to do something we want to do. The gamification concept has been used in a variety of situations, for example, to promote positive behaviors for diabetes care, safe sex practices, and others. The military is one of the largest funders of research into the field of gamification, she said.

The concepts of gamification can be employed by businesses in many ways. One use of gamification is to gain additional traffic to your website or social media pages. Motivation to return, engagement and reward are some elements of gamification that could be integrated into your Web presence. Training, sales promotion, process development and human resources are other areas that might benefit from elements of gamification.

Gamification should be used selectively, so it is not used incorrectly or overused, she noted .

As with most concepts, the best implementation is by trained professionals. Dr. Bertozzi indicated that, in addition to Quinnipiac University, there are a number of other colleges and universities offering courses and degree programs in the growing discipline of gamification. Who knows, in the near future you may have a gamification specialist on your staff or hire a firm to manage the gamification elements of your business.

The next time you play a game or observe a friend playing an online game, look closely at the level of engagement, the ease of play, the reward structure and the motivation to return for more fun. Then think about where gamification can play a role in your organization.

Cornell Wright is the lead consultant at The Parker Wright Group Inc. in Stratford, Conn. The firm assists clients to increase their market share by improved customer service. He can be reached at 203-377-4226 or cornell@parkerwrightgroup.com.